Turtle Wax, a global name in the car care industry, entered the Indian market this year. With its aggressive plans and the ongoing demand for car care products, the company aims at becoming one of the largest care car product suppliers in Doing It Yourself (DIY) segment, besides, establishing a strong presence in Do-It-For-Me (DIFM) space.

According to Sajan Murali Puravangara, Country Manager and Director, Turtle Wax India, the car care industry is an integral part of the automotive industry, and changing buying preference from the mileage, and low maintenance to aesthetics, safety, comfort and features are fuelling demand for car care products.

“India has been witnessing good growth in car sales in last decade, whereas in the last five years, we see traction in the car care industry on account of changing trends or reasons to buy a car. In recent years, the way people look at the car has changed. They buy cars for the looks and features, and that also led to an interest to keep their cars new, tidy and clean; this is bringing demand for car care products. The interest is also coming from the mass car segment. In the last two years, we are getting the indication that the car care industry will be the next sunshine industry in the future,” explained Puravangara.

Turtle Wax, a family-owned company, has been in the car care business for nearly 75 years and operates in over 120 countries. Before establishing its third subsidiary in India, the company has been operating with two subsidiaries- the US and Europe.

India has a population over 1.3 billion and only 22 people out of a thousand own car, while in the US and UK, 980 and 850 per 1,000 individuals have a car, respectively. The massive headroom for the car segment in the next one-and-a-half-decade will trigger further growth for the car care segment in the long term, opines Puravangara.

According to a research report, the current car care industry in India is slightly less than one billion USD and expected to reach $1.44 billion in 2027. Explaining the growth factors, the report says, people usually keep their cars for more than seven years in India, and hence car care products are being increasingly used to restore the paint and for detailing and interiors. Along with this, many car care product manufacturers from Europe and North American markets have their presence in India through e-commerce websites and strong dealership networks. The same report adds that by 2027, the interior car care product segment will be around of $0.73 billion, while the exterior car product market will grow to USD 0.7 billion.

Consumer behaviour, cheap labour, and lack of necessary know-how make the Indian car care industry more challenging for the companies to operate in the DIY space.

In western countries, cars are a part of the family, and family members take basic care. In the US and other developed countries, the DIY segment is about 80 percent of the total car care industry; however, in India, it is of around 30 percent. “In countries like India, due to the hectic work schedule and cheap labour, DIFM dominates in the car care segment. There is always a third person to take basic care of cars in India. Coupled with this, the know-how is fairly lower in India when it comes to basic things such what wax can do to your car and what are the ways to protect cars’ interior and exterior,” Puravangara said.

However, the pandemic in the last eight months has proven useful for the car care segment. “We have seen momentum in the DIY business in the last six months. Since people have been at home, they have a lot of time at their disposal. They find time to take care of their cars. We are also seeing people are increasingly enquiring on different social media platforms on how to take care of their cars and sharing other issues,” he said.

As a part of the strategy to penetrate its products, the company will heavily focus on educating consumers on primary car care and the company’s products. “Being a global leader in the car care industry, it is our top priority to educate people on car care, know-how and our product usages and benefits.”

In the next three to four months, the company will start campaigns on social media channels. The campaign will invite consumers with their queries or to share their experience and issues.

“The company will also bring out videos on how to use our products and use the social influencers on YouTube and Instagram,” Puravangara said.

Though India is seeing a growing number of women behind in the wheel, the car care industry is yet to consider women as their potential customers. However, Turtle Wax understands the role of women in the overall automotive industry and expects the growing number of women car owners evidently will reflect in the car care industry.

To widen its customer base, the company will also promote the car wash as a family celebration where family members will take participate in washing, cleaning and taking care of the car. “Washing and cleaning cars is a family affair in many countries, and therefore the company will be promoting the same in India as well,” added he.

However, external factors that also possess further challenges for car care products. Considering vast territories, different weather, pollutions and scarcity and quality of water put car care product performance under severe pressure. Keeping the external challenges in mind, the company plans to bring in products that are suitable to the Indian markets.

“A larger challenge is not only the availability of water but the hard water which leaves marks on the car. Coupled with this, extreme temperature and dust and pollution affect the car. We are bringing in the products that will take care of cars in the Indian environment. We have asked the company to make products suitable for the Indian market,” said the executive.

Currently, the company offers the products required to clean, shine and protect the car inside out. The product portfolio includes shampoo to clean, wax to shine and various interior cleaners in the form of foam and liquid to clean the interiors of the car. It also offers various speciality products like trim restorer, chrome polish, headlight lens restorer, Odor-X Odor removing solutions, etc. to address specific car care requirements. Turtle Wax also has a ceramic coating that has 10H hardness which gives the high gloss, ultra-hydrophobicity, extreme chemical resistance, UV protection and easy cleaning properties. The company plans to bring in graphene-based ceramic coating solutions, which is the new technology in the car care industry.

The company is planning to bring 75th-anniversary Ceramic Paste Wax in Q1 2021, and will also introduce windshield washer fluid shortly in India. Other products from the company for the India market include all-metal polish that polishes all metal surfaces of the car’s exterior; Glass cleaner to keep the glass streak-free during the ride; ClearVue Rain Repellent that helps get better visibility during the monsoon rains; Trim Restorer since the Trims fades here in India more than the rest of the world and Windscreen washer fluid to remove the dirt and grime from the windshield glass.

The company will also introduce waterless washing products that cater to areas where water is scarce. The company’s waterless wash and wax has advanced polymer technology that lifts dirt to prevent starching, while the enriched wax gives a shiny and protective finish. Its rain repellent formula prevents watermarks and extends time in between cleaning.

The company will also bring in its Turtle Wax Hybrid Solutions ICE Seal N Shine, premium car paint sealant. The ICE Seal N Shine gives the car a layer of super-hydrophobic silicone for up to six months of protection against streaks, scratches and swirls.

To set up its network, the company will go through a distribution route and for which it has selected 23 cities, which have larger car density. Turtle Wax India is appointing own distributors in these cities who will take care of retailers and workshops. It has also identified another 48 towns in which it will supply products to dealers who will provide the products in the respective markets.

“We will have our main presence in all metro cities including Chennai, Hyderabad, Bangalore, Delhi-NCR, Kolkata, Pune, Mumbai, and additional upcoming cities like Ahmedabad, Coimbatore, Cochin, Surat etc,” he added.

The company plans to have about 10,000 outlets by the end of next June. Turtle Wax India has also set up the car care studios in Pune, Bangalore and New Delhi. The studio will be not based on a franchise concept; instead, it will be a co-branded activity. “We provide our products and branding support, but the studios also keep their brand identity,” he said. The company also has plants to have such studios in its 23 cities.

Puravangara declined to share the current revenue and future commercial targets but said sales numbers are increasing with each passing month. Currently, the company is importing its products from global subsidiaries, but he said the company will have a look into setting up local production capabilities. “The way it is going, we will have to do something locally as well. I don’t think we will be able to manage (the demand) with our global support when the demand goes up,” he said.

The company is looking for an option of re-packaging under which it will get bulk products and repack for the domestic market. “We will also see if some India oriented products will be manufactured here, completely. Those options are quite open,” he added.

Many Indians are using hair shampoo sachets to wash cars. When asked whether the company is looking to introduce car wash shampoo in sachets, he said it will not look into sachet option but will be looking to have a bottle of 100 to 200 ml. “We are still looking at those options of small bottles, but per wash, cost increases with smaller bottles,” he added.

Talking on the challenges, he said, it is on finalising the complete product portfolio that suits to the rapidly changing requirements of the Indian market. “We need to keep reinventing on products to be a leader in the market,” he concluded. (MT)

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German family-owned automotive component supplier Mubea India has appointed Simon Stephan as Chief Executive Officer to direct the company's business strategy, operational development and regional growth. Stephan will execute this function alongside his existing global responsibilities as Head of Strategy and Regional Development Asia for the Mubea Group.

He holds a master's degree in engineering from RWTH Aachen University and an Executive MBA from the Washington University-Fudan University joint programme in Shanghai.

Stephan comes with over 25 years of experience in the automotive and steel industries, having previously held senior positions at ThyssenKrupp Steel and Kirchhoff Automotive.

At present, Mubea India employs 940 full-time equivalent workers across three production facilities and a central service office, manufacturing chassis and powertrain components for the automotive sector.

In CY2025, the company clocked revenue of over EUR 3,600 million with the largest contribution or 34 percent business coming from chassis, 30 percent from body components, 17 percent from powertrain, 12 percent from aviation and 3 percent from general industrial applications.

"MUBEA India has grown significantly over the past decades. Today we employ 940 FTE at 3 production sites and a central service office. We engineer and produce parts for the automotive industry, in particular Chassis and Powertrain components. In the function of interim CEO I’m glad to lead the company together with our local management team to the next level,” said Simon Stephan.

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BendPak Inc. unveiled the MaxJax MAX7 portable two-post lift at the SEMA Show 2026, marking the first MaxJax model to incorporate the company's exclusive Automatic Swing Arm Restraint System (ASARS). The patent-pending ASARS is significantly more robust than traditional swing arm restraint mechanisms, providing a full 360-degree locking interface with 10 times the holding force to secure lift arms firmly beneath the vehicle, helping prevent unintended swing arm movement during lifting, lowering and service.

The MAX7 rises three inches higher than earlier models, reaching a maximum lifting height of 50.25 inches for additional under-vehicle clearance while retaining a compact profile suited to low-ceiling spaces. Its open design allows direct access to brakes, suspension, exhaust and other undercar components, and a 7,000-pound rated load capacity accommodates a wide range of cars, trucks and SUVs. The lift also features seven safety locking positions and an upgraded, easy-to-use lock release.

MaxJax, the original patented portable two-post lift, combines two-post undercar access and lifting capability with removable columns and power unit. Each column bolts securely to floor anchors recessed permanently in the concrete during use, then can be unbolted and rolled away afterward, leaving the floor completely clear. An optional Motorcycle and ATV Adapter Kit adds powersports service capability.

Because customers frequently add adapters, rolling work seats and other accessories, BendPak offers four MAX7 packages. The Standard includes the lift assembly, power unit with tow-cart, standard anchor bolt kit, round lift pads and medium adapters. The Deluxe adds a rolling work seat and portable oil drain; the Supreme features everything in the Deluxe plus frame cradle pads and tall adapters and the Ultimate maximises ergonomics by replacing the standard rolling work seat with the MaxJax Ergonomic Height-Adjustable Creeper Seat.

Sean Price, Director – Quality Control and Product Development, BendPak, said, “Garage space is premium real estate, whether you’re running a busy shop or wrenching at home. The MAX7 stands out for its versatility. It delivers commercial-grade lifting power for enthusiasts without permanently sacrificing parking space while enabling professional shops to quickly increase service capacity during peak hours. The MaxJax MAX7 unlocks maximum utility without requiring a permanent footprint.”

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Indian automotive retail sales saw their second-best-ever performance last month, with a total of 3.17 million vehicles sold, up 25.05 percent over the previous month, but a 23.8 percent YoY decline, albeit from a high base a year ago.

As per the latest data released by the Federation of Automobile Dealers Associations (FADA), the shift in the festive calendar accounted for the year-on-year drop, as Navratri fell in October while Dhanteras and Diwali shifted into November.

The data pointed out that two-wheeler retail sales reached 2.32 million units, reflecting a 29.67 percent MoM increase and a 28.35 percent YoY decline. Passenger vehicle retails totalled 507,768 units, rising 18.86 percent sequentially while dropping 14.23 percent compared to the previous year. Inventory levels for passenger vehicles remained between 43 and 45 days.

Commercial vehicles recorded 115,140 units, up 2.29 percent YoY and 11.19 per cent MoM, driven by a 28.95 percent increase in heavy commercial vehicles and a 21.16 percent rise in medium commercial vehicles.

Three-wheeler registrations grew 3.97 percent YoY to 141,420 units, with electric variants accounting for approximately 63 percent of the total. Tractor sales rose 3.10 percent to 79,285 units, while wheeled construction equipment recorded a 22.07 percent YoY increase to 7,434 units. Overall electric vehicle registrations reached 355,000 units, representing an electric mobility penetration rate of 11.5 per cent.

Sai Giridhar, President, FADA, said, "October is India’s largest retail month of the year, and this year it must be read with the calendar firmly in mind. The YoY decline is almost entirely optical. Last October was an exceptional month that carried both Navratri and Deepawali together, over and above the pent-up demand released after the GST 2.0 rate cuts of 22nd September 2025; this year Navratri fell in October while Dhanteras and Diwali move into November."

"What the year-on-year numbers conceal is where the decline sits. The sharpest falls are precisely in the most Deepawali-dependent pockets – rural two-wheelers, down 33.97 percent against urban’s 20.77 percent, and the Northern markets — the very segments and regions our dealers there now expect to lead November. To our mind this is the signature of demand deferred by the festival calendar, not demand destroyed: the rural, two-wheeler-led buying that powered last October is set to land in this year’s November print." added Giridhar.

"The clearest bright spot was electrification. EV retails touched an all-time high of about 355,000 units, up 44.88 percent YoY, lifting overall EV penetration to roughly 11.5 percent from about 6 percent a year ago – a best-ever October for electric two-wheelers, three-wheelers, passenger vehicles and commercial vehicles alike. Tellingly, demand ran ahead of supply this month: with petrol and diesel prices continuing to remain elevated, electric vehicle driving ranges now materially improved and EV prices increasingly at par with comparable petrol and diesel models, buyer pull strengthened to the point where availability – not demand – became the binding constraint," concluded Giridhar.

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European tier 1 supplier Marelli has confirmed the appointment of Laurent Favre as Chief Executive Officer with immediate effect, succeeding Frederick ‘Fritz’ Henderson, who concludes his tenure as Interim Chief Executive Officer.

Favre takes over leadership as the company prepares to complete its Chapter 11 restructuring process.

Separately, the Ad Hoc Group of Lenders to Marelli announced plans to appoint Bram Schot as Chair of the Board of Marelli upon emergence from Chapter 11. Previously Chief Executive Officer of Audi, he has held senior leadership roles at Mercedes-Benz, Volkswagen Group and holds advisory and board roles across Shell, Richemont, Cognizant and Signify.

On the other hand, Favre brings over two decades of automotive industry experience, having previously served in executive positions at ThyssenKrupp, ZF, Benteler and as CEO of Plastic Omnium (later renamed OPmobility) from 2020 to 2025.

Dinesh Paliwal, Executive Chairman, Marelli, said, "Fritz stepped into the role at a demanding moment and has led Marelli with judgement, clarity and commitment. On behalf of the Board, we thank him for everything he has done for the company, its customers and its people. Laurent brings deep knowledge of the global automotive industry and a strong record of leading complex international businesses. He understands the operational discipline needed to deliver for customers and the opportunities ahead for Marelli’s products and technologies.”

Laurent Favre said, "I am honoured to lead Marelli at this pivotal point in its history. I want to thank Fritz for his leadership and for the progress he and the Marelli team have made during a challenging period. Our immediate priority is to complete the work required for a successful emergence from Chapter 11. Emergence is a critical milestone, but the turnaround must continue beyond it. We will focus on restoring Marelli’s financial strength, improving performance across the business and strengthening customer confidence through consistent delivery."

"Beyond emergence, our ambition is to build a financially stronger, more competitive Marelli, combining operational excellence with focused innovation and profitable growth. We have talented people, strong technologies and longstanding customer relationships. I look forward to working with colleagues across Marelli to turn those strengths into lasting results and build a business our people are proud to be part of," added Favre.

Fritz Henderson said, "It has been a privilege to lead Marelli during this important period. I am proud of the progress our colleagues have made and grateful for their commitment to the business and its customers. Laurent brings extensive automotive experience and a clear understanding of what it takes to succeed in this industry. I wish him and the entire Marelli team every success as they take the company forward."

Bram Schot said, "Marelli has the talent, technology and customer relationships to succeed. I look forward to supporting Laurent and the team when I will take up the role as Chair following emergence from Chapter 11. Our long-term focus is clear: deliver on our commitments, strengthen customer partnerships and build a stronger, more competitive and sustainable Marelli."

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